Mobile and the Consumer Journey to Purchase

With mobile now a part of the customer purchasing journey, marketers have additional opportunities to get in front of their customers. eMarketer estimates that ”advertisers will spend $64.25 billion worldwide on mobile in 2015, an increase of nearly 60% over 2014. That figure will reach $158.55 billion by 2018, when mobile ads will account for 22.3% of all advertising spending worldwide.”

The ability to extend search retargeting across screens increases a marketer’s ability to attract customers and drive results. Magnetic’s marketing solution powers real-time cross-device targeting, enabling advertisers to acquire new customers and influence brand preference across screens, from desktops to smartphones and tablets.

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Mobile site and search retargeting is achieved by utilizing Magnetic’s data alongside Tapad’s Device Graph Access™, which uses multiple data points related to proximity and browsing patterns to map audiences to their screens.

Together, cross-device mapping and search retargeting enables marketers to reach that same user with highly relevant digital advertising, regardless of their physical location or device.

Click here to learn more about Magnetic’s mobile retargeting solution.

 

One Tough Question: Analytics

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Magnetic’s CEO, James Green, was featured in Direct Marketing News’ ebook, “One Tough Question: Analytics – The Most Important Customer Data Point.”

James explains that, “What’s most important is having the most complete and obtainable customer profile, and this involves Big Data. We live in an age where it’s possible to know every click that a customer has made within your website. When you combine that with myriad other data points—such as purchase history, search activity, Facebook and Twitter behavior, and more—it becomes challenging to determine that one of these, even last item purchased, is more important than another. In fact, any single data point taken in isolation can give you a warped view of the customer. Big Data takes into account a multitude of elements that can reveal purchase intent of what consumers are most likely to buy. If you have a holistic view of your customer, you can toss aside what’s not important and glean intent from what’s left.”

See the full ebook here. 

Digital Marketing In 2015: Mobile, Data And RTB Hype

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by James Green
CEO, Magnetic

 

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Featured on MediaPost’s RTB Insider, December 15, 2014

As digital marketers plan and prepare for next year, here are some predictions on what to watch out for in 2015.

RTB Will Be the Preferred Buying Method For All Media

As we head into 2015, more and more media buying will become automated and instantaneous. Though it will take time, it’s more than likely we’ll see 100% of direct-response advertising bought in real time. This will also aid in the ability of systems to seamlessly communicate with each other, reducing the duplication of work and improving accountability, measurability and efficiency. Another interesting trend is that television advertising will also eventually be bought in real time to provide an increased presence to an even larger and more diverse audience.

In addition, Research and Market reports increasing demand for RTB-based direct-ad sales. Factors such as publisher control of inventory and flexibility in pricing for advertisers are expected to help direct-ad sales gain a larger share of the market. Opportunities for personalized advertising will continue to grow thanks to increased use and creation of apps, location-based advertising and dynamic creative optimization (DCO). DCO enables marketers to go from traditional advertising to real-time, relevant marketing that will transcend multiple devices and locations.

Mobile’s Seamless Ad Delivery and Increase in Adoption

While some marketers in industries such as CPG have shown progress in adopting mobile (the CPG vertical overtook entertainment and media as the number-one category in mobile RTB spend last quarter), other industries have been extremely slow to do so. Some credit the slowed adoption pace to the lack of cross-device attribution models. Without a proper attribution model in place, marketers obtain an inaccurate picture of how mobile contributes to the path to purchase. Historically, most conversions take place on desktops because consumers have a higher comfort level entering payment information on a bigger screen. In this case, last-touch attribution models would discount the role that mobile played prior to the conversion. Therefore, an entire channel and device might be missing out on getting the credit that they deserve. Simply put, the mobile portion of your campaign might look as though it is broken when in fact it is helps influence consumers.

As we move into 2015, marketers will need to shift away from using the last-click model and adapt click-to-engage metrics such as calls, use of a store locator and downloads. And while many companies have specific budgets for mobile advertising spend, they’re still not incorporating mobile into one cohesive strategy. Omni-channel strategies will be big in 2015 with unified, cross-screen marketing efforts creating seamless experiences and helping marketers evaluate consumer touch points as they move across screens.

Big Data Is Becoming Bigger

Companies are going to rely on massive numbers of analytics related to sales, purchase history, search activity, site interactions and more. Linking data together and leveraging a historical trail of data points will provide a better gauge of what customers are looking for and where they are headed.

First- and third-party data sources – part of big data – will help marketers pinpoint exactly when their customers are in the market for a product so that, instead of just knowing what the customers want after they click on an item, marketers will know beforecustomers visit a website. Improving and optimizing retargeting strategies in real time will attract customers at multiple stages of the consumer funnel when it matters most.

Results Are In! Magnetic’s Second Annual Ski Competition @ SIS

Last week, Magnetic returned to Deer Valley for MediaPost’s Search Insider Summit and sponsored the second annual ski competition. Leading digital marketing execs gathered from across the country for panels, roundtable discussions and, of course, for action-packed skiing at one of the top ski resorts in the country.

Magnetic sponsored the second annual ski competition and welcomed skiers of all levels to fly down Deer Valley’s famed Nastar race hill, and to film their runs throughout the resort with GoPro cameras. Our video crew was onsite to capture the action, and put together an outstanding highlight video of the week’s festivities. We awarded 12 prizes at Friday night’s cocktail party across categories such as Biggest Rebel, Fastest Time, Best Wipeout, Dynamic Duo and more. Check out the videos below!

Aside from our exciting ski competition, we hope you were able to catch our CEO James Greens’ roundtable discussion, “Can I Really Track Consumers Across Channels and Devices?”  He’s certainly quite the expert on cross-device attribution, after leading countless Attribution Revolution panels across the country.

We can’t wait to hit the slopes again next year, and hope to see you there!

Magnetic Ski Competition Highlight Video:

Magnetic Ski Competition Winner Reel:

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Slide Show: Top 12 Marketing Trends For 2015

Capture Magnetic’s CEO, James Green, was featured in CMO.com’s Top 12 Marketing Trends for 2015 in the “Programmatic: Resistance is Futile” and “The Fraud Cops Come Calling” sections. The slide show showcases industry insiders’ thoughts on the marketing trends to come in the new year.

In the first trend on programmatic, James explains, “Over time, all media buying will become automated…  There will always be a place for Super Bowl ads that are bought based on huge audience numbers alone, but in time even TV ads will switch to real-time buying.”

In the second trend on ad fraud, James says, “Because the fraudsters are often based in countries where it’s not illegal to game adbots, a real crackdown may not be possible… Think of it as airport security—we can’t always stop people from doing crazy things, so we have to put the necessary security in place to make sure we don’t give them any dollars.”

See the full piece here.

 

The State Of Digital Marketing In 2015

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by James Green
CEO, Magnetic

 

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Featured on Marketing Land, December 1, 2014

 

The digital marketing industry is experiencing a major transformation.

The current state of digital is directly tied to data. Data are everywhere, informing marketers about audience interests, consumer intent, and device activity.

As mobile use continues to increase and media is progressively being bought programmatically, consumers expect a seamless and entertaining online experience.

With marketers and their agencies well underway with planning for the year ahead, here are a few trends that likely will be top of mind in 2015.

1. Big Data Will Become Bigger

Companies are sitting on massive amounts of analytics related to sales, purchase history, search activity, site interactions and more.

While this data is valuable, any single data point taken in isolation can give you a very warped view of the customer.

Linking data together and leveraging a historical trail of data points allows you to obtain bigger insights into what your customers are looking for and where they are going next.

The world of big data gives marketers the most complete obtainable customer profile, which informs audience strategies, smarter media buying and creative decisions.

Big data will only become bigger and bigger as data sources are combined.

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 2. First- And Third-Party Data Will Be A Hot Topic

Within the world of big data is the combination of first and third party data sources. Brands will be retargeting customers based on their buying patterns, combining their own customer data with intent data from around the web.

Marketers want to know when their customers are in market for a good or service so that they can sell to them before they visit a website.

Incorporating data from social, location, search and site will improve the ability to attract customers at multiple stages of the consumer funnel, improving and optimizing your retargeting strategy for both prospecting and retention.

3. Automation Will Continue To Increase

Eventually, all media buying will become automated.

The swapping of insertion orders will be replaced by systems that seamlessly communicate with each other to reduce the duplication of work and improve accountability, measurability and efficiency.

The more interesting trend to watch will be how much media will switch to RTB. Over time, it’s likely that 100% of direct response advertising will be bought in real time; but how far up the funnel this trend will go remains to be seen.

There will always be a place for Super Bowl ads and other high-impact units on high-impact sites. However, these ads will be bought where there’s a large audience and will not be based on individuals, so they won’t be bought through RTB.

That said, over time, more and more advertising is going to be bought in real time, even TV.

4. Ad Fraud Will Still Be A Concern

Ad fraud won’t be much more than a blip on the road to RTB dominance. There are many companies and organizations fighting it.

Fraud, or suspicious activity as it’s sometimes euphemistically called, is simply a duplication of what happened to search at the turn of the century.

Search was easier to control because there was really only one provider (Google), and they fought it directly.

Now, fraud is recognized to be 5-10% of all search clicks. Display fraud is more complicated because of the large number of players in the space: publishers, ad servers, Supply Side Providers (SSPs), Demand Side Providers (DSPs), ad exchanges and other intermediaries.

As of now, there are a myriad of providers that can help, and only the reckless few don’t use these tools to avoid fraudulent activity.

Unfortunately, there will never be a real “crackdown” on fraudsters because these players are based in countries where these activities are not necessarily illegal. So, chasing them down seems unlikely to happen.

5. The Need For Personalized Advertising Will Grow

The opportunities for personalized advertising will continue to grow as the adoption of apps, location based advertising and dynamic creative optimization (DCO) increases.

There are so many data elements available to advertisers, enabling them to transform generic advertising into relevant marketing in real time, regardless of their device and location.

We will see this trend continue into 2015, as purchase, product level and search activity are used to predict consumer intent and therefore, inform which ad to show, and when, as well as what creative elements should be optimized within the ad itself.

In 2014 we witnessed new platforms, channels and technologies that led to major shifts in the industry and positioned data as the main ingredient for finding, reaching and engaging customers.

The biggest theme of 2015 will be “big data” as we see data sources coming together to create meaningful 360-degree customer views and actionable analytics that inform and even transform your marketing strategy.

It’s All About Those Black Friday Deals

Black Friday has been a popular shopping day in the United States for years now. Recently, it’s been making waves in the United Kingdom and beyond.

A recent article in The Telegraph stated that, “Black Friday 2014 is expected to be the biggest online shopping day ever in the UK, with Mintel predicting it will generate £200m of sales, twice as much as last year.” This means big savings for consumers, but they’ll need to wear armor if they are going to be braving the brick and mortar stores. The article mentioned that Asda, a UK-based supermarket chain, is being advised by event and crowd management specialists on how to handle the frenzy, and beefing up their security for the shopping week.

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The Telegraph piece also featured a video with interesting Black Friday information. Here are some of the stats:

  • 1939: Roosevelt moved Thanksgiving forward a week after retailers demanded more shopping time
  • 300: The number of deals Amazon.com offered when it first brought Black Friday to the UK in 2010
  • 4 million: The number of orders Amazon.com received on Black Friday in 2013 – a record for a single day in the UK
  • 45 minutes: How long it took Asda to sell a month’s worth of TVs on Black Friday in 2013
  • $12.3 million: The amount US shoppers spent in stores, last year, on Thanksgiving and Black Friday

See the full article here.

 

Digital Marketing for Small Business Saturday

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by James Green
CEO, Magnetic

 

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Featured on iMedia Connection, Nov. 25, 2014

 

There are approximately 28 million small businesses in the U.S. alone, many of which have likely not even scratched the surface of effectively using digital marketing to drive in-store activity.

The recent shift to real-time buying (RTB) and the growth of programmatic marketing has changed the way we buy digital advertising. With traditional forms of digital advertising, marketers had to pay large sums of money upfront in order to reach their target audience for a given campaign. In this situation, the challenge for small businesses was that they didn’t have access to the sizable budgets of large advertisers. However, because of the influx of data being captured around web and opportunities afforded by programmatic marketing, companies no longer have to put large sums of money upfront to reach their desired audiences. Today, businesses of all sizes can leverage audience data, digitally enabled devices, and online marketing to reach customers. All of these strategies will help small businesses capitalize on Small Business Saturday (November 29) in a similar way to how large retailers use search data and digital advertising to promote Black Friday and Cyber Monday sales to in-market shoppers.

Digital marketing helps get people into stores

According to Google’s 2014 Local Reach study, four out of five consumers search online to find local information and four in five consumers want ads customized to their local surroundings. Influencing customers along their path to purchase requires getting in front of them at the right time and with the right messaging. SMBs have multiple digital channels at their fingertips, including Search Engine Marketing (SEM), data-driven display advertising such as site and search retargeting, mobile advertising and social media. All of these channels now allow you to integrate relevant audience data such as geographic, on-site activity and search behaviors, which can be very effective for SMBs. For example, SEM and mobile advertising play big roles in influencing the consumers on digital devices, which ultimately assists in driving them to visit a brick and mortar store. If a consumer conducted an online search for “car repair,” you can serve them a relevant ad on their mobile device for a promotion from their nearby car repair store.

Small businesses should take advantage of geo-fencing, which allows them to reach consumers within a very specific location with advertising messages local stores. The beauty of real-time advertising and geo-based marketing is that you can customize ad messages based on a set of data points, which enables marketers to make their ads hyper relevant to their desired audience.

Understand which tactics to try and when

First, retailers must define what products and promotions are part of their Small Business Saturday strategy and create marketing messages and ads that can be used across desktop and mobile devices.

Second, advertisers must understand what data is available and work with advertising technology partners using multiple data elements, including search intent, to reach and influence customers. A majority of SMBs want to drive in-store traffic, which will require hyper local advertising efforts. In order to take full advantage of this strategy, you must define your desired goal and then look at how digital channels such as SEM, Facebook advertising, mobile targeting, etc., can assist you in your prospecting and customer retention efforts.

Third, businesses want to be where their customers are, which includes online. In order to cast a wider net across your target audience you should leverage mobile and laptop/desktop advertising (people that searched for keywords relevant to your store or what you offer), and layer in hyper-local advertising so you can reach consumers within a very specific set of parameters.

Timing is everything when it comes to getting in front of your customers. In order to make digital marketing work, you need to leverage it as a way to reach consumers early in the purchase cycle, before they make their buying decisions. Additionally, local and intent data elements are vital for connecting small businesses with relevant audiences. Your marketing efforts simply won’t work if you don’t have the right data strategy in place.

The world of digital marketing and available data is only going to get bigger, which means SMBs will have more and more opportunities to tap digital strategies as larger businesses do. However, this also means that smaller businesses will have to increase their digital presence, which might include creating or improving their online site, Facebook page, local review pages, etc. Consumers rely on information available to them on the web, and if you want to have a seat at the marketing table, digital has to be part of your business, beyond just advertising efforts.

 

 

Magnetic’s Retail Therapy – November 20, 2014

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1. Mobile Strategy Stocking Stuffers

Once considered an emerging trend, mobile advertising is now a marketing must-have for retailers this holiday season. When combining RTB with location based data, marketers have new opportunities to reach their current and prospective customers in real-time across mobile devices. However, it’s important to implement the right attribution model to make sure mobile impact is measured accurately. Read Soo Jin Oh’s latest Marketing Land article to learn more about how mobile can add value to your marketing efforts this holiday season, and why it’s important to measure multiple consumer touch points.

“The significant growth that mobile RTB has experienced during this past year means that the amount of inventory available on ad exchanges has also increased, so marketers have plenty of opportunities to reach shoppers while they’re actively making buying decisions.” Read the full article from Soo Jin Oh on our Magnetic Blog

 

2. Eat Some Turkey, Do Some Shopping

New research suggests that mobile will make up 31% of online sales on Thanksgiving—21% more than last year—for a total of $418 million.

“What may come as a surprise to some is the volume of mobile video consumption that takes place on Thanksgiving – especially in the late afternoon and early evening hours,” Ms. Mikhailov said. “Although some retailers are strictly sales-focused this time of year, the majority are adapting to getting pre-shoppers engaged with brand content in order to effectively convert visits to purchases.” View the fill article on Mobile Commerce Daily

 

3. Gap Moves From Bricks To Clicks

Art Peck, former President of Growth, Innovation, and Digital at Gap Inc., will take over as Chief Executive Officer in February. Peck plans to make digital a focus for the future of his brands.

“[Peck] holds up his iPhone. “While honoring our stores and having our stores be a great expression of the brand, this” — he gestured to the device — “…is really going to be the expression of the brand that most people engage with most significantly,” he said. “How do you bring everything this device can bring into a store?” Read more on BuzzFeed

 

4. Location, Location, Location

By integrating location-based marketing strategies into digital campaign efforts, CPG retailers are seeing results.

“By targeting custom audiences based on location, traffic patterns and habits, along with demographic and transactional information from matching mobile devices to household-level data, CPG ads generated a 74% increase in foot traffic and 56% lift in visit frequency via location-powered media for retailers.” Check out more insights on MediaPost

 

 

Attribution Revolution: The Mobile Series in Los Angeles

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Last week, Magnetic hosted our Attribution Revolution: The Mobile Series at LA’s Mr. C Beverly Hills. Our panel of industry experts discussed the mobile challenges currently facing advertisers, best practices and how the industry can help to solve for cross-device attribution. The panel included:

Moderator:
James Green, CEO, Magnetic

Panelists:
Dwight Crow, Product Manager for Direct Response Advertising, Facebook
Ed Haslam, SVP of Marketing, PlaceIQ
Nick Jordan, SVP of Product, Tapad
Paul Pellman, Head of Adometry, Google

To kick off the conversation, James Green asked panelists why mobile is important and beneficial for marketers. Paul Pellman reminded the audience that most people have a mobile phone in their pocket, and are now using that phone to interact online. “As a marketer, it’s an incredibly powerful vehicle if used appropriately, to really reach customers,” said Pellman.

For Ed Haslam of PlaceIQ, mobile is all about the data. “Mobile is emitting a constant stream of data that helps us to understand consumers.” According to Haslam, by analyzing behavior on mobile when consumers are in the ‘real world,’ marketers can start to see consumers as real people, thus allowing marketers to cultivate a much more intimate relationship.

Green then probed panelists about the difference between having a cross-device strategy and a mobile strategy. All panelists seemed to be in agreement that mobile is most effective when part of a larger strategy, and not a standalone element. “You have to think about it as part of a greater, integrated campaign,” said Haslam. To expand on this point, Jordan reminded the audience, “You’re not just marketing to devices anymore, you’re marketing to people.” And while the individual message may be different across devices, all messages need to work together to ultimately drive a consumer action.

Facebook’s Dwight Crow approached the question differently, defending the strategy of “mobile-only”. “If you’re doing brand advertising, and you have a good offline measurement system…you can do just mobile.” That being said, Crow made sure to note that if you want to implement a brand-evolving narrative tailored to an individual, you need a cross-device strategy. DR advertisers also need to be aware that consumers often start their path to purchase on one device, and end it on another. Without a cross-device strategy, marketers will miss a large number of conversions.

Panelists went on to discuss further issues and challenges, including in-app vs. mobile web targeting, how mobile has changed attribution, and the future of mobile. Watch the full panel video to learn more!

Check out the full panel video and event pictures below:

 

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